parks conservancy · monthly donor kpi ecommerce tracking increase membership • goal: gain new...
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PARKS CONSERVANCY --PARKS FOR ALL FOREVER VEDA BANERJEE DIRECTOR, COMMUNICATIONS & DIGITAL MARKETING TWITTER: VEDABANERJEE LINKEDIN: WWW.LINKEDIN.COM/VEDABANERJEE GMAIL: [email protected]
The Parks Conservancy preserves the Golden Gate National Parks with the bold vision of Parks For All Forever
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ICONIC BRAND IMAGES
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THE GOOD, THE BAD, & THE UGLY • The Good:
• Engaged board, Trails Forever fundraiser dinner • Award-winning printed materials & direct mail
campaigns • Highly trafficked retail operations
• The Bad: • Busy website and tough to navigate homepage • Poor landing pages, slow loading mobile site • Low e-commerce traffic
• The Ugly: • Low brand awareness among Gen X, Y, and Millennials
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GET SENIOR STAFF EXCITED
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ENGAGED BOARD & TRUSTEES
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BUSINESS STRATEGY Business Name Parks Conservancy Mission Statement The mission of the Parks
Conservancy is to preserve the Golden Gate National Parks, enhance the park visitor experience, and build a community dedicated to conserving the parks for the future.
Marketing Objectives • Build e-newsletter subscribers • Increase membership • Increase online fundraising • Improve our e-store sales • Improve our mobile presence
Value Proposition Parks For All Forever Digital Marketing Goal Increase membership among Gen
X, Gen Y, and Millennials or reach younger audiences
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EXISTING TRAFFIC TO WEBSITE • 92,000+ sessions (59,000 new visitors & 33,000 returning);
67% bounce rate • Predominantly desktop (59,000+), mobile (24,000+), tablet
(8,000+) • Page load time: 4.31 seconds. Best practice is 2 seconds
or less to retain users. • Top visited pages in order: Web cam, Map, Lands End
(70% bounce rate), Baker Beach (78% bounce rate), Ocean Beach (6.8 secs pg.. load time; 80% bounce rate), Jobs, Ai Weiwei Alcatraz, Golden Gate Bridge (8.2 secs pg. load time), Muir Woods (70% bounce rate), Events, Crissy Field programs
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MANY VOLUNTEERS (40,000+), NOT ENOUGH MEMBERS (14,000)!
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NEW & YOUNGER MEMBERS AKA UNICORNS!
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Goal: Convert Paul McDougal to Member
Problem: Affluent, regular park user; but not a member Strategy: Reach Paul through our digital channels and bring him in as a sustaining member/supporter for the Parks
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PAUL: EMPATHY MAP
• Paul uses Strava and RunKeeper to compete with his friends.
• Reads the NY Times, The Atlantic, LA Times, FB, Twitter, TechCrunch
• Paul has a wide circle of friends who are also into the outdoors. He is influenced by their interests and politics and posts on social media.
• Lives in SF and he runs & bikes in the parks every weekend.
• Concerned about the environment
• Into health & fitness
Think & Feel
See
Say & Do Hear
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USER ACQUISITION TOOLS!
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USER ACQUISITION STRATEGY Acquisition Activation Retention Referral Offer park tips for an email. Ask people to share their favorite hikes on social media.
Send us your best hiking photos and we will feature your stories on our blog or social media WITH credit.
Invite people to be guest bloggers and share content via social channels.
Invite members to send us video or photo testimonials that we will feature on our e-newsletter, blog, and social media. And give away coffee cards to one of our cafes.
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CUSTOMER STRATEGY Paid Media • Launch mobile ads
• Launch display ads • Facebook ads to drive website
traffic, email signups, event registrations
Social Media • Facebook ads • Twitter cards and ads • LinkedIn ads • Leverage Twitter influencers
Owned Media • Revamp our email marketing • Launch Conservancy blog to
improve our SEO and create more landing pages
• Drive email signups via social media posts
Earned Media • Increase Yelp reviews via social • Press outreach via targeted
pitches on stories & topics in the parks
KPIS
Monthly Donor KPI Ecommerce Tracking Increase Membership
• Goal: Gain new sustaining donors at a lower dollar amount per month.
• KPI: Track donation conversion rates on a revamped donation page for 6 months and see how the landing page is doing.
• Goal: Our e-store is currently not adding much revenue.
• KPI: Track which marketing campaigns lead to the sale of particular products using retargeting ads for 6 months.
• Goal: Increase younger donor membership
• KPI: Drive social media ad traffic to top landing pages to see if e-newsletter signups increase for 6 months.
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DISPLAY AD EXAMPLES FROM CAL ACADEMY
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PAID ADS STRATEGY Google AdWords
Display Ads Facebook Ads
Twitter Ads Landing Pages
Retargeting
Use the $10,000 nonprofit grant to launch ads for: e-newsletter signups, volunteer programs, and membership
Look at peer/competitor review and target similar websites and online calendars
Launch 3 ads (on rotation and will run for three months) only driving email signups to upsell later. And use FB lookalike ads
Similar plan to Facebook. Will drive traffic to landing pages asking for email signups only and lead generation cards
Create a landing page for e-newsletter signups, member benefits, and volunteer fun and activities
Identified e-store abandoned items and plan to launch remarketing ads.
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DISCOVERY & OPTIMIZATION
Site performance (UX & SEO)
Visitor segments & behavior
Millennials New members (sustaining)
Advertising & Marketing Campaigns
Social media to drive email signups & web traffic
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FACEBOOK: 15,300+ LIKES
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SOCIAL MEDIA STRATEGY: DRIVE TRAFFIC TO WEBSITE FOR EMAIL SIGNUPS
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TUNNEL VISION: NEW DIGITAL CAMPAIGNS!
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NEW DIGITAL CAMPAIGNS
Find Your Park: Centennial Campaign
Parks For All Forever: Conservancy branding campaign
Find Your Outside Voice
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SOCIAL MEDIA CONTENT CREATION TOOLS Content Creation
• BuzzSumo. Pulls up top content for keywords and competitors • Feedly: for RSS feeds. Keeps tabs on blogs we read regularly • Buffer App: Offers curated content
Image Creation • Pablo by Buffer: for social media images • Canva: infographics and can create blog images
Process & Productivity • Google Spreadsheets: YOU NEED an editorial calendar for
social content • Co Schedule: Creates an editorial calendar for you • Trello: Use for more solid pieces of content
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SUMMARY • Launch social media ads directed to email signups • Emphasize concrete results from social: Driving website
traffic, event signups, membership drives • Create an editorial calendar for social posts
• Generate reports for best and worst performing social posts to improve your work. And share success stories with senior staff
• Invest in software that allows you to listen to your community engagement on social channels so you can constantly improve
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IF NOTHING ELSE, PUT A MOON ON IT!
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